07 Jul Efteling, The Ocean Cleanup & Anne Frank House most popular brands on Instagram
What do The Efteling, The Ocean Cleanup and Anne Frank House have in common? We found the answer in our research into the best performing Dutch brands on Instagram. Read more about the developments in the Dutch Instagram Top 100 of the second quarter in this article.
The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on Instagram are rated based on the number of followers, likes, comments and engagement rate*. Every quarter, the brands that score best on average on all these points appear in the Instagram Top 100. At the end of the year, the list with the most successful brands on Instagram over 2022 will be announced. The complete list of quarter 2 can be found further on in this article.
Consistency
The Efteling, The Ocean Cleanup and Anne Frank House are on the leaderboard in this quarter’s Instagram Top 100. All three brands are definitely no strangers to being at the top of this list. The answer to the question what these different brand accounts have in common? Besides providing inspiring content on Instagram, it is a dedicated fanbase that these brands have carefully established. By doing so, they all prove that they can consistently perform on the platform, have a loyal community and maintain that community. Just like bol.com, for that matter, which came in fourth this quarter.
The account that dominated the headlines in the 1st quarter of this year, G-Star Raw, has completely disappeared from the list this 2nd quarter. This means that a successful campaign can take you far, but a solid always-on strategy is also useful to reach the final Top 100 at the end of the year. Furthermore, a number of new brands joined the list this quarter, including Body&Fit Netherlands, ANWB, Paula’s Choice Netherlands, Spotify Netherlands, The Upside Down Amsterdam and Flink Netherlands. Wondering if your brand made it to the Q2 list? Check it out below!
Dutch Instagram Top 100 – Q2 2022
Q2 2022 |
Account |
Followers |
Engagement Rate |
Rise / Drop |
1 |
@efteling |
343,736 |
3.41% |
+2 |
2 |
@theoceancleanup |
698,649 |
2.01% |
+3 |
3 |
@annefrankhouse_official |
179,373 |
2.48% |
+3 |
4 |
@bol_com |
235,448 |
2.22% |
-2 |
5 |
@shell |
378,742 |
1.50% |
+5 |
6 |
@giethoorn_village |
150,134 |
2.50% |
+2 |
7 |
@visitkeukenhof |
100,033 |
2.44% |
+2 |
8 |
@pinkpopfest |
75,906 |
6.18% |
+18 |
9 |
@vangoghmuseum |
2,239,858 |
0.83% |
-5 |
10 |
@schorembarbier |
419,739 |
1.03% |
-3 |
11 |
@walibihollandofficial |
106,599 |
2.06% |
+2 |
12 |
@albertheijn |
173,157 |
1.29% |
+36 |
13 |
@bodyandfit_nl |
100,232 |
1.69% |
+93 |
14 |
@vanmoof |
148,582 |
1.18% |
+30 |
15 |
@rijksmuseum |
744,307 |
0.66% |
+1 |
16 |
@gemeenteamsterdam |
83,518 |
1.37% |
-2 |
17 |
@coolblue |
53,518 |
3.07% |
+3 |
19 |
@thelemontree.nl |
67,310 |
1.80% |
+4 |
20 |
@videolandonline |
170,357 |
0.77% |
+2 |
21 |
@netflixnl |
530,272 |
0.49% |
-4 |
22 |
@klm |
1,366,693 |
0.45% |
+7 |
23 |
@wondr.experience |
111,186 |
0.87% |
+23 |
24 |
@diergaardeblijdorp |
67,677 |
1.26% |
-6 |
25 |
@lowlands_fest |
77,059 |
1.13% |
-4 |
26 |
@schiphol |
91,049 |
0.94% |
+13 |
27 |
@attractieparktoverland |
48,042 |
2.17% |
0 |
28 |
@karwei |
271,531 |
0.56% |
+19 |
29 |
@anwb |
43,217 |
2.26% |
+137 |
30 |
@tuinederland |
120,952 |
0.76% |
+29 |
31 |
@mcdonaldsnl |
133,113 |
0.68% |
-3 |
32 |
@ns_online |
45,958 |
1.97% |
+2 |
33 |
@primevideonl |
29,384 |
3.98% |
+31 |
34 |
@nlvogue |
223,953 |
0.49% |
+75 |
35 |
@vuamsterdam |
28,000 |
4.31% |
+10 |
36 |
@flugelnl |
27,085 |
4.55% |
+4 |
37 |
@nationaleoperaballet |
73,884 |
0.88% |
– |
38 |
@daftrucksnv |
76,637 |
0.82% |
+4 |
39 |
@artipoppe |
368,350 |
0.43% |
+22 |
40 |
@prinsesmaximacentrum |
27,630 |
3.39% |
+3 |
41 |
@wnfnederland |
67,614 |
0.94% |
+14 |
42 |
@patta_nl |
516,493 |
0.39% |
-1 |
43 |
@thebulldogofficial |
128,182 |
0.61% |
+14 |
44 |
@kruidvat |
153,587 |
0.54% |
+47 |
45 |
@paulaschoicenl |
45,809 |
1.47% |
+208 |
46 |
@hunkemoller |
1,245,444 |
0.30% |
-31 |
47 |
@playstation_nl |
76,962 |
0.77% |
-17 |
48 |
@lidlnederland |
149,781 |
0.53% |
+2 |
49 |
@tudelft |
50,043 |
1.23% |
+22 |
50 |
@uva_amsterdam |
58,313 |
1.05% |
-15 |
51 |
@redbullned |
173,355 |
0.47% |
-32 |
52 |
@myjewellery |
514,440 |
0.33% |
-3 |
53 |
@gemeenterotterdam |
67,584 |
0.86% |
0 |
54 |
@transavia |
95,833 |
0.63% |
-30 |
55 |
@pathe |
177,369 |
0.44% |
-19 |
56 |
@spotifynl |
41,847 |
1.38% |
+132 |
57 |
@volkswagennl |
26,482 |
2.67% |
+9 |
58 |
@upsidedownamsterdam |
40,306 |
1.42% |
+165 |
59 |
@universiteitleiden |
50,271 |
1.13% |
-8 |
60 |
@deschoolamsterdam |
68,212 |
0.75% |
+51 |
61 |
@heineken |
689,828 |
0.28% |
-50 |
62 |
@erasmusuniversity |
37,963 |
1.39% |
+68 |
63 |
@blondamsterdamnl |
63,885 |
0.80% |
-30 |
64 |
@dilleenkamille |
376,310 |
0.30% |
+25 |
65 |
@ritualscosmetics |
846,283 |
0.25% |
-2 |
66 |
@bksfestival |
32,011 |
1.48% |
-1 |
67 |
@artis.amsterdam |
32,227 |
1.33% |
+9 |
68 |
@rijksrestaurant |
42,405 |
1.12% |
+57 |
69 |
@toogoodtogo.nl |
112,896 |
0.45% |
-38 |
70 |
@tonyschocolonely_nl |
68,951 |
0.62% |
-10 |
71 |
@wobbelboard |
157,982 |
0.36% |
-34 |
72 |
@radboud_uni |
24,991 |
1.76% |
-14 |
73 |
@nintendonl |
39,900 |
1.01% |
-21 |
74 |
@landalnl |
41,038 |
0.93% |
+46 |
75 |
@cruyff |
77,496 |
0.48% |
+23 |
76 |
@allerhande |
311,357 |
0.24% |
+31 |
77 |
@bugaboostrollers |
435,725 |
0.20% |
+65 |
78 |
@erasmusmc |
22,582 |
1.98% |
+50 |
79 |
@swapfietsnl |
14,896 |
5.91% |
+79 |
80 |
@aktiesport.nl |
59,127 |
0.62% |
+17 |
81 |
@disneynl |
48,421 |
0.74% |
+2 |
82 |
@corendon |
117,942 |
0.36% |
+39 |
83 |
@zusss.nl |
172,037 |
0.26% |
+39 |
84 |
@msmode |
84,724 |
0.42% |
+51 |
85 |
@flinknederland |
17,358 |
2.23% |
+128 |
86 |
@postcodeloterij |
59,322 |
0.57% |
+51 |
87 |
@mostwantednl |
371,363 |
0.19% |
-25 |
88 |
@rivieramaison |
204,348 |
0.24% |
-16 |
89 |
@wildlandsnl |
26,941 |
1.16% |
-4 |
90 |
@museumvoorlinden |
129,195 |
0.29% |
-20 |
91 |
@kfcnederland |
17,906 |
2.04% |
-12 |
92 |
@hemanederland |
464,866 |
0.18% |
-17 |
93 |
@chocomelnl |
13,267 |
4.33% |
+6 |
94 |
@decathlonnederland |
22,035 |
1.53% |
-26 |
95 |
@vedder.vedder |
237,994 |
0.20% |
+7 |
96 |
@lovestoriesintimates |
325,222 |
0.19% |
+71 |
97 |
@lentezoet |
17,451 |
2.04% |
-9 |
98 |
@duinrellwassenaar |
30,194 |
0.93% |
+31 |
99 |
@disneyplusnl |
53,300 |
0.59% |
-7 |
100 |
@beeksebergen |
35,249 |
0.80% |
-14 |
Explanation of study
In this independent research, a number of things were taken into account when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 5,000 followers were included. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs. In addition, accounts with an 18+ setting (such as those of some alcoholic beverages and lotteries) are excluded due to Instagram’s settings.
*Engagement rate is calculated as follows: the number of comments and likes per post divided by the number of followers.
Curious about how the brands in our neighbouring countries perform on Instagram?
♦ View the Belgian Instagram Top 100 here
♦ View the German Instagram Top 100 here
Is your brand not listed? Please contact us via this form.